Fitnessdepot: from Odoo to a Shopify store that follows how customers search

Fitnessdepot is the official Martech distributor for the Benelux and also works with DKN, Concept2, PowerBlock and a handful of other brands. The most expensive machine in the store costs €11,995. Anyone buying something like that wants to see it first. That is why everything revolves around the 200 m² showroom in Ranst, a 3D design of the room and an in-house team that delivers and installs. The old webshop on Odoo showed little of that.

A menu that follows what customers search for

The new menu is built on the words Belgians actually type. The names of the old categories "Krachtapparatuur" (strength equipment) and "Cardio apparatuur" (cardio equipment) are each searched 10 times a month, while 54 products sat behind them. The words people really use for such machines get hundreds of times more (Google Ads search volumes via DataForSEO, Belgium, Dutch, August 2026):

The menu works along three axes: what you are looking for, who it is for and which brand it is. The collections fill themselves by product type. If Fitnessdepot adds a treadmill tomorrow, it shows up in the treadmill collection straight away, without anyone having to tick a category. Five audiences got a page of their own: home gyms, physiotherapists, hotels, corporate fitness and personal trainers. The main brands got one too, from Martech and DKN to Concept2 and VB Rubber, with a brand overview above them.

1,496 redirects, built on the Odoo ID

The redirects start from four sources, because a sitemap only shows what a site offers itself. We laid the sitemap next to 16 months of Search Console data, a second Search Console export covering 12 months, and GA4. That produced 1,258 old addresses with proven visits. Of those, 1,008 were not in the sitemap.

Because Odoo resolves an address through the number at the end, the mapping runs on that number too. Every old spelling of a product or category ends up in the right place, and that place is the new collection from the keyword research. Outside the homepage, the rules cover 5,655 of the 5,657 clicks from Google. It is the same method we used for the migration of sofa manufacturer Cammers: every rule is measured, not assumed.

The French addresses came along. According to the briefing, robots.txt blocked them, but Search Console showed 383 French addresses with 439 clicks and 29,727 impressions between them. Of the 1,496 rules in the store, 399 are French paths. On go-live day a sample of 120 rules was checked on the real domain: 119 landed on the right address.

One rule never fires: the bare /shop, good for 124 of those clicks and 16,152 GA4 sessions a year, mostly from Performance Max and Meta. Shopify serves that path as the homepage, so a redirect on it never gets its turn. The same goes for the store of Integrative Health. The fix lies in the ads that still point to that address.

A webshop for machines that cost thousands

Nobody buys a Martech rack on impulse. Everything is made to order, so the store does not track stock: without a link to Odoo that would only produce false "sold out" messages. Instead, every product page shows an estimated delivery date, calculated from that product's lead time, skipping weekends and the ten Belgian public holidays. Anyone with a question first has a WhatsApp button. The Google reviews are on display: 5.0 from 96 reviews, as of 14 September 2026.

There is no struck-through price anywhere in the store. The old site crossed out a price on 18 products, and for the bundles that amount was the sum of the separate parts. In Belgium, a price reduction has to start from the lowest price of the previous 30 days (Book VI of the Code of Economic Law). The saving now appears as a sentence in the product description. Google Merchant Center also rejects a questionable strikethrough.

One price applies across the Benelux, with free delivery from €199. The sports flooring got a shipping profile of its own and stayed as separate products, because variants in Shopify cannot carry their own tiered price.

Prestige, adapted and documented

The store runs on the Shopify theme Prestige, in the Fitnessdepot house style: navy as the base, terracotta as the accent, Barlow and Inter as typefaces. Where Prestige could not do something, custom code was added: the delivery date, the review bar and a video in the hero of the installation page. That video went from 963 MB in 4K to 24 MB in 1080p.

Every change to a Prestige file carries a comment with the reason and is listed in a single procedure for theme updates. A script compares the working theme by hash with an untouched copy, so that list cannot fall behind. That way Fitnessdepot can install a new Prestige version without guessing what will be lost.

Findable from day one

ClickForest built the SEO foundation for Fitnessdepot in Ranst into the migration to Shopify. At the baseline in August, DataForSEO estimated the old site at around 390 organic visitors a month, and 119 of the 138 products had no meta description. At the check on 5 September 2026, every page, collection, product and blog article of the new store had its own SEO title and description. The 25 blog articles moved across, images included. Not a single article still refers to the old Odoo server.

For search engines, the store carries structured data: Organization and WebSite on the homepage, Product with price and brand on every product page, Article on the blog, FAQPage on the landing pages and a breadcrumb on each of those page types.

Verified with our own scripts

A store with more than thirty pages and nearly 1,000 product images is not something you check by eye. We wrote scripts for contrast, overflow on mobile, broken images and links, and the redirects. The contrast check of 7 September 2026 read the actual colour of the pixel behind every text element: 4,075 elements on 30 pages, on desktop and mobile, and none below the threshold.

That zero was tested too. The same check ran on a page where a contrast error found earlier had been put back on purpose, and there it did report the error.

The store belongs to Fitnessdepot

Everything that was built is owned by Fitnessdepot, and the store has been in their name since 13 September 2026. Thibaud Martens works in it himself, right down to the theme editor.

For that he received a manual of 15 chapters with 60 annotated screenshots, as a Word file and as a searchable website behind a login. It describes the store as it was built: adding a machine, creating a page with sections, the sports flooring and its shipping, and working safely without breaking the live store.

Appointments keep running in Odoo, which remains their ERP. From the webshop, a showroom visit is booked straight into their Odoo calendar, and the request lands in their CRM right away.

"During the project we noticed how quickly Frederiek can switch gears. Every email and question is followed up in no time, whether by WhatsApp, phone or email. Day after day we saw changes to our shop heading in the right direction. Feedback was followed up and shared with us very quickly. No waiting weeks for an answer, but personal one-to-one contact, always with the same person. That is how it should be!"

Thibaud MartensManaging director of Fitnessdepot, in a Google review of 16 September 2026

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